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Social responsibility campaigns
- 1. Setting Your FirmApart With SOCIAL RESPONSIBILITY with Marjorie Marr, PR Specialist
- 2. How does theheadline read? What is the story? Who is going They to care? How will this story help people? Who will feel compelled to share it?
- 3. “New ways oflooking at things and the ability to make new combinations are highlighted by an ability to make relationships.” -James Wess Young
- 4. For Example… Hey! PUT DOWN YOUR PHONE!
- 5. Importance of SocialResponsibility Consultwebs.com/PRcasestudy
- 6. The Ideas AreEndless Outreach Great website design and onsite content are just the beginning of a strong search marketing campaign. In order to fully maximize your Web presence, a comprehensive offsite content strategy is a must. Our Outreach Team works hard to establish real relationships with authoritative website owners and publishers to earn publishing and guest blogging opportunities that drive traffic to your site, establish your website's authority, and increase your online brand visibility.
- 7. What’s your perceptionof the following brands?
- 12. Why do youhave those perceptions?
- 13. Likely, it’s becausethese brands have taken social responsibility.
- 14. Donates school suppliesto students via their Take Charge of Education program. Known for bringing clean water to Africa via Water for Africa initiative. TOMS came into the public eye with their One for One model. Starbucks is committed to ethically purchasing their coffee from local farmers.
- 15. social responsibility-- anethical theory that an organization has an obligation to act to benefit society at large
- 16. You may notalways recognize its presence, but you will certainly notice its absence.
- 17. Would you ratherhave clients like you or dislike you?
- 18. It’s not complicated,recent social impact studies show that over 80% of consumers surveyed consider social issues when deciding where to work, what to buy, where to shop and which products and services to recommend to others.
- 19. of all USConsumers say they have a more positive image of companies that support a cause.
- 20. say that theyare influenced to purchase products and services from companies that support a cause.
- 21. Set Your Firm Apart With Social Responsibility The Web • Social Media • PR • Outreach • Blogging
- 22. Set Your Firm Apart With Social Responsibility Offline • Speaking Engagements • Charities • Social Networking • Local Events
- 28. What comes tomind when you think about fraternity brothers?
- 29. Would you picturefraternity brothers raising awareness for domestic violence?
- 30. We thought itwas a unique idea, too…and so did our client.
- 35. Prepare for Success:Use A Toolkit Our resource included: • An explanatory email • Branded information of the campaign • Donation receipt Anticipate information needs and provide them!
- 37.
Editor's Notes
- #3 How To Come Up With Ideas for effective marketing campaigns? Believe it or not, it’s a process. Some of the first questions you should ask are: - How does the headline read? - What is the story here? - Who is going to care? -how will this story designate and help people -Will people feel compelled to share it? And it doesn’t take much. Think about the stories you see on your Facebook page every day: cute animal and wedding proposal videos, political and issue driven content, recipes, helpful tips and short cuts of all kinds, insertional and prayer oriented videos, PSA’s and the list goes on. What do they all have in common though? Relationships. The human element. Ideas are New Combinations (“A Technique For Producing Ideas”, by James Wess Young) “News ways at looking at things and the ability to make new combinations are highlighted by an ability to make relationships” In order to do this one must gather both specific and general information about a product or service. Start with the specific: the who, what, when, where, how and why. Know your client, their client base (audience), what they specialize in, their stories, interests, successes and failures, what they are in involved in, what they are passionate about, get to know them. Then the general: look at the market place, what’s out there, what others are doing and not doing, etc Now Dig Deeper, Think about it constantly! Use your everyday life experience to broaden your mental reach to unleash ideas.
- #4 A Technique For Producing Ideas by James Wess Young – Encouraged to read this short book.
- #5 Produce hand held cell phone sign Get people to register and get “free” signs” to use while driving and at the end of the day (from a safe place) log how many times they flashed the card each day which will represent how many potential lives you saved. Track and rank stats Run comparative stats to lives lost across us daily, weekly, etc Post to social and share, share, share! Start a MOVEMENT! Think ALS Challenge to push the message out as opposed to having to pull people is and give them cumbersome tasks and requirement. Keep it simple and spreadable.
- #6 93% of all consumers have a more positive image of companies that support a cause 90% are more likely to trust and be loyal to a company that supports a cause 82% are influenced to purchase products and services from companies that support a cause 86% of Americans say that learning about a company through news coverage is more influential and credible than seeing a company’s advertising
- #20 Nielson data on people now making buying decisions based on a company's social responsibility footprint Source: Cone Communications Social Impact Study
- #21 Nielson data on people now making buying decisions based on a company's social responsibility footprint Source: Cone Communications Social Impact Study
- #24 Scholarships are a great way of getting engagement and have been effective in getting links.
- #29 But if you want too start a movement, you can brand a cause that is related to your business.
- #30 When you think of Fraternities, what images come to mind? Something out of Animal House, right? Well, who better to change the behavior and perceptions of Fraternity men than the brothers themselves.
- #33 We had already built a substantial Family Resource Center on our client’s site demonstrating he was committed to the cause of domestic violence prevention, it was time to leverage that resource. This 20 page resource provides need to know information for domestic violence victims and illustrates a genuine and authentic commitment to the issue and to those it effects. It also created a strong SEO value and is an asset to market and build links.
- #34 We created webpages for the campaign. Wrote and designed content for email and pdfs, as well as suggested events. We created a social hashtag to generate buzz. Throughout the campaign, we kept contact with participants. During the life of the campaign, we kept continual contact with participants and provided documents needed for promotion of the campaign. We created a social hastag and encouraged social sharing. We also bolstered enthusiasm by attending and speaking at school and agency events. Each school and Fraternity had their own web-page they could direct people to to find out more about the campaign, ways to donate and how spread the word through social media.
- #35 The website also served to further educate about the real dangers and impact domestic violence has on so many people’s lives.
- #37 We asked students to take pictures at all their events and to tweet#fraternities4family with photos and updates creating a buzz around the campaign.
- #38 http://www.wral.com/fraternities-help-raise-awareness-about-sexual-and-domestic-violence/13995724/